Research On Brand Positioning Of China Basketball Association Based On Audience Brand Cognition

The positioning theory was put forward by well-known American marketing experts Al Ries and Jack Trout in 1969.After more than 30 years of development,the American Marketing Society rated it the theory that had the greatest impact on American marketing in 2001.Then the theory entered the Chinese market and was used in enterprises’ marketing activities.In today’s large market environment with excessive information dissemination,imitation becomes easier and easier.Relying on products alone can not consolidate the market position,and the focus of brand construction has shifted from products to the mental field.Cognitive psychology is the starting point of positioning theory.Effective brand positioning can convey the information that resonates with consumers to expand market share.Looking for the position in the mind of potential customers that have not been occupied by other brands and firmly occupying this vacancy has become the marketing goal.When enterprises formulate strategies,the positioning theory has power and value that can not be underestimated.China Basketball Association(CBA)is the leader of China’s local basketball league.In recent years,it has made some achievements in marketization,but the brand benefit is not prominent.There are some problems,such as not making full use of local advantages and not making marketing plans for the audience.To improve the asset value of CBA,this paper selects this new perspective of audience brand cognition to verify the action mechanism of audience brand cognition and brand positioning,in order to help CBA organizations clarify the positioning strategy,fight for a place in the hearts of consumers,and extend to the practice of other sports event brands in China.This study also introduces brand identity as an intermediary variable to explore its role in brand cognition to brand positioning to make this path more feasible.Taking the relationship between audience brand cognition and CBA brand positioning as the research object,this paper first expounds on the problems existing in the positioning in CBA development,combs,and deconstructs the relevant literature at home and abroad.Brand cognition is divided into four dimensions: brand identification,brand reputation,brand association,and brand loyalty.Brand identity is divided into two dimensions: personal brand identity and social brand identity.Brand positioning is divided into three dimensions: positioning difference,positioning accuracy,and positioning competitiveness.Next,it analyzes the relationship between variables in detail,clarifies the mechanism of brand cognition acting on brand positioning through brand identity,puts forward assumptions,and constructs a structural model.Based on previous studies,combined with the existing maturity scale,a questionnaire was designed according to the requirements of this study,and expert opinions were solicited for questionnaire validity analysis.Taking the audience of CBA League in 2021-2022 season as the survey object,the following conclusions and management suggestions are obtained by using the statistical analysis method for hypothesis verification:It is proven feasible that the audience watches CBA for a short time and has centralized access to information at present.The proportion of competition information obtained through an online search,official publicity,new media,and other online media push is relatively large.Second,brand cognition has a positive impact on brand positioning.Among them,brand discrimination has the greatest impact on the difference of brand positioning,and brand loyalty has the greatest impact on the accuracy and competitiveness of brand positioning.Third,brand cognition has a positive impact on brand identity.Among them,brand loyalty has the greatest impact on personal brand identity,brand reputation has the greatest impact on social brand identity,and brand discrimination has no significant positive impact on personal brand social identity and social brand identity.Fourth,brand identity has a positive impact on brand positioning.Among them,individual brand identity has a greater impact on brand positioning than social brand identity.Fifth,brand identity plays a complete intermediary role in the impact of brand cognition on brand positioning.Combining with the research conclusion and puts forward the corresponding suggestions.Fitst,reasonably use the network and expand channels for event publicity.Second,make use of local advantages to develop management strategies and improve the identification of CBA events.Third,hold relevant activities,improve the details of products and services,and enhance the reputation of CBA.Fourth,cultivate loyal fans of a certain scale based on the club.Fifth,shape the values and image appropriate to the audience and enhance brand identity.Sixth,make brand positioning strategy after fully investigating the audience’s brand cognition.